Comparative Analysis of Marketing Strategies: Coca-Cola vs PepsiCo

This report offers a comparative analysis of the marketing strategies employed by Coca-Cola and PepsiCo, focusing on the key elements of the marketing mix: product, price, promotion, and place. The report examines the distinct approaches of each company, highlighting their product development, pricing policies, promotional campaigns, and distribution channels. It delves into how Coca-Cola and PepsiCo tailor their strategies to meet consumer needs and preferences, including the use of social media, print media, and television for promotion, as well as selective and intensive distribution methods. The report also evaluates the effectiveness of each company's tactics, offering insights into how they can improve their marketing plans and achieve their business objectives in a competitive market. It concludes with an overview of the companies and their product portfolios, including a marketing plan outline.

Marketing
Essential
(P3 and P4)

Cover Content
Introduction
Marketing mix
Marketing plan
Conclusion
References

Introduction
Marketing is the science and art of exploring, developing, and
offering value to the customer so as to meet their needs and
requirements. It is the accumulation of all the activities
which are organised and conducted by the business
organisation so as to meet the wants and expectations of the
customer and therefore enhance the brand image in the
market.

Marketing Mix
Marketing Mix can be defined as set of effective tactics which
are used by business administration in order to promote or
advertise their goods and services in the open market.
Business concern adopts marketing mix in their working
premises so that market scenario can be better understood
in the competitive world. Marketing mix includes product,
place, price, promotion, physical evidence, people and
process are the steps or stages which need to carried out
effectively in order to become successful.

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Basis Coca Cola Pepsi Co
Product Coca Cola come up with innovative
idea and design product according to
the needs and preference of the
consumers. In order to meet the
emerging needs of the customers
firm design unique drink with
classic taste so that potential
customers are attracted towards the
drink. By doing so huge profits can
be gained and brand recognition can
be done at a large scale.
In case of Pepsi Co they frame
strategies in order to sell out the
existing product in the market. By
doing so sales volume can be raised
and huge market ratio can be
captured in the competitive world. It
leads in gaining huge profit and
customer base for the drink. They
more focus on product rather then
consumers taste and preferences in
the open market place.

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Price The pricing policy adopted by
Coca cola is low price with
quality and healthy drink for
their customers. By adopting this
marketing mix factor targeted
customers can be attracted
toward the drink. As the drink is
affordable and healthy every
section of the people purchase it,
Due to which sales volume
raised at a rapid scale.
High pricing policy is followed by Pepsi
Co in the global marketplace. By this
organization is unable to bind customers
for the drink. The potential and loyal client
switch to other brand in order to meet the
emerging taste in drink. This directly leads
in generating less profits as compared to
their competitors.

Promotion Coca Cola adopts social media
platform in order to promote their
innovative drink in the market place.
By doing so more and more targeted
customers can be pulled towards the
drink which is a positive sign for the
firm. Social media examples are
Instagram, Facebook, twitter etc. by
advertising drink in this area brand
recognition can be done at a large
scale as well as sales volume can be
increased accordingly.
n order to promote the drink Pepsi Co
adopts print media and television
sector more effectively. By doing so
targeted customers are not pulled
towards the drink. Due to which
effective results are not achieved as
well as set objectives are not meet on
set-time duration. The inappropriate
platform of advertising leads the
company to reduce the sales ratio at a
rapid scale whereas, effective use of
place or platform helps to gain huge
profits at a large scale.

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Places To satisfy the customers
with their drink they
adopts various places to
reach out to their
customers. Coca Cola
adopts selective
distribution so that on set
time frame healthy and
tasty drink can be offered
to the client. By doing so
goodwill can be increased
in the customers eyes.
Which directly leads to
accomplish competitive
advantages against rivalry
in the neck to neck
competition.
Pepsi Co adopts intensive
distribution platform in
meet the emerging needs
and taste of the
consumers. By doing so
potential customers are
unable to meet the goods
and services on time. Due
to which consumers
switch to other brand to
meet the emerging taste
of the drink. Also, market
value is not strong as
compared to Coca cola
due to which tough
competition is not created
for others in the global
market place.

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Physical evidence Physical evidence is a
part of marketing mix
which Coca Cola adopts
in the global market. It
includes comfort,
facilities, interface etc.
which helps Coca Cola to
capture huge market ratio
in the competitive world.
By doing so competitive
advantages are
accomplished in the
international market.

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people Firm design drink for the
people so that business
can survive in the
marketplace. Coca cola
top level management
ask its employees to
taste the drink before
launching it in the market.
By this best results can
be achieved. By doing so
It assures employees that
they are valuable assets
of the organization and
work effectively and
efficiently to meet the set
standards.
Whereas, in Pepsi Co
drink is directly
commercialized in the
market and consumers
provide their feedback for
the drink. Due to which
sales volume decreases
if the drink is not liked by
the client. Also, negative
image on the brand is
created in consumers
eyes.

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process Coca coal process of
production is at wider
scale and gradually they
are expanding as per the
requirement of the
customers for the drink.
Firm spend time in
research work and
accordingly make
modification in process
activity so that demand
and supply can work
parallelly without
interference.
Pepsi Co process activity
depends on the supply
chain requirement. Due
to which many times the
demand of the customers
are not fulfilled on time.
As a result huge profit is
not not maximized in the
global market.

Evaluation of Tactics
Price: By evaluating the pricing strategy of others best
cost for Coca Coal drink can be set in the global
market. Due to which sales volume can be raised and
profits can be achieved at large scale.
Product: In the global market Coca coal is coming up
with innovative product by evaluating the market
scenario effectively. By doing so best results can be
achieved as well as competitive advantages can be
attained in the open market. The creative drink helps
the firm to gain set objectives in the market.